Join hosts Lars Miller and David Gonzalez on Free Spirits as they sit down with Gordon Whelpley, founder of Float House—a Connecticut-based beverage company pushing the boundaries of adult beverages. Gordon, an award-winning brewer with deep roots in the craft beer world, shares his journey from beer to THC beverages and cannabis drinks, blending beer culture and beverage innovation in a refreshing new way.

In this episode, we unpack how Float House navigates the beverage industry’s complex regulatory landscape to create functional beverages that cater to beer lovers who crave the refreshing taste of craft beer—without the alcohol. We explore the science behind their brewing process, how they infuse THC while staying within the rules, and why their unique brand identity resonates with customers across the beverage business.

Gordon also dives into product development, market trends, and the role of terpenes and cannabinoids in functional beverages. Plus, we talk about his perspective on the future of THC beverages and how Float House plans to expand beyond Connecticut. If you’re curious about where the beverage industry is headed and want a peek behind the curtain of an innovative cannabis drinks brand, this one’s for you.

Tune in, subscribe to Free Spirits, and join the conversation shaping the future of adult beverages and beverage business!

Takeaways

• Gordon Whelpley had an epiphany at the Craft Brewers Conference in 2019 that led him to create Float House.
• Float House produces THC-infused beverages that mimic the taste of beer without the alcohol.
• The production process involves navigating complex regulations to ensure compliance with TTB definitions.
• Gordon emphasizes the importance of flavor and consumer experience in creating THC beverages.
• The initial product offerings include THC IPA and THC Lite, designed for social drinking occasions.
• Market feedback has influenced the cannabinoid ratios in Float House products, particularly THC and CBD levels.
• Gordon discusses the challenges of regulatory clarity and its impact on business operations.
• The beverage industry is seeing a shift towards functional ingredients like minor cannabinoids and nootropics.
• Float House aims to create a brand identity that appeals to a wide demographic, particularly those seeking non-alcoholic options.
• Future product development includes a variety of styles, including double IPAs and fruit-infused beverages.

Chapters

• 00:00 Introduction to Float House and Gordon Whelpley
• 02:47 The Aha Moment: Transitioning from Beer to THC Beverages
• 05:53 Navigating Regulations: The Challenges of THC Beverage Production
• 08:56 Crafting Flavor: The Art of Non-Alcoholic THC Beverages
• 12:01 The Science of Cannabinoids: Balancing THC and CBD
• 14:54 The Future of THC Beverages: Market Trends and Innovations
• 17:49 Regulatory Headaches: The Impact on Business Operations
• 20:56 Big Beer vs. THC Beverages: Industry Perspectives
• 23:55 Brand Identity and Target Audience for Float House
• 26:48 Future Product Roadmap: Expanding the Float House Line
• 29:54 Distribution Plans: Bringing Float House to New Markets

What happens when a successful cidery owner enters the THC beverage game?

In this episode of The Free Spirits Podcast, we talk with Adam Ruhland—founder of both Wild State Cider and Birdie—about what it really takes to build a cannabis beverage brand from the ground up. From operational advantages to branding decisions, R&D challenges to distribution strategy, Adam walks us through his no-BS approach to launching Birdie in a complex, competitive space.

We get into:

• The moment he realized the cannabis beverage market couldn’t be ignored

• How his cidery’s infrastructure created a springboard for Birdie

• What it means to build a truly clean-label product with shelf stability

• The push and pull of brand design for non-stoner consumers

• Why he’s cautiously optimistic about DTC—and what makes it hard to scale

• How he thinks about exits, cash flow, and building smart, sustainable value

Whether you’re an operator, a founder, or just fascinated by the infused beverage space—this one’s for you.

Timestamps:

00:00 – Intro and welcome

00:44 – Why Adam launched Birdie after Wild State Cider

02:10 – The tipping point: seeing the category take off

03:18 – How cidery operations made Birdie possible

04:48 – Clean-label decisions and ingredient transparency

05:55 – The Birdie brand: design, tone, and shelf presence

08:53 – Using the taproom for consumer feedback

09:57 – R&D lessons: emulsions, shelf life, and flavor fatigue

13:32 – Real-world operational advantages from vertical integration

16:15 – Educating consumers in a limited-marketing category

19:46 – DTC hesitation and Shopify expansion

22:12 – Distribution strategy: wholesalers, direct, and taproom

23:47 – Expansion into new states and demand forecasting

29:15 – Choosing the right distribution partners (not just beer networks)

31:18 – The real goal: build something valuable, not just viral

34:10 – Where to buy Birdie and closing thoughts

💻 Try Birdie: https://drinkabirdie.com

📍Available in MN, WI, TN, and across the Southeast

If you enjoyed the show, rate, review, and subscribe—it helps us keep bringing operators like Adam to your feed.

Doug Fulton, Co-CEO of Emergent Beverages and founder of the Brand Accelerator, joins us to break down how cannabis and functional beverage brands can scale with strategic growth, smart distribution, and vertical integration. From his early days in international media to building the largest cannabis beverage facility in California, Doug brings deep insight into the hemp market, THC beverages, and what it takes to launch and exit successfully.

We cover:

• Why most founders scale too fast—and what to do instead

• How category-first brand strategy can drive retailer adoption

• Why distribution contracts can make or break your acquisition

• The real cost of chasing “shiny objects” in cannabis beverages

• Why 5mg dosing is the smart play in the 2025 hemp regulatory landscape

If you’re a founder, operator, or investor in the cannabis beverage or functional drink space, this episode is packed with hard-earned lessons from the front lines.

📌 Follow Doug: https://www.emergentbeverage.com/

📨 Subscribe for more: https://herbal.beehiiv.com

In this episode of the Free Spirits Podcast, we sit down with Angus Rittenburg, CEO of Wherehouse Beverage and the visionary behind Wynk, to talk about how his team is scaling one of the most innovative hemp-derived THC beverage brands in the country.

Angus shares his journey from Tesla battery engineer to cannabis beverage pioneer—engineering mobile production facilities, designing a modular dosing system, and building out BestBev, a high-capacity co-packing facility serving the broader beverage industry.

We cover:

• Why Wynk started with low-dose 2.5mg THC drinks and how customer feedback led to the launch of a 10mg line

• The switch from dispensary-only sales to nationwide distribution through hemp-derived THC

• How Wynk is navigating brand strategy and retail partnerships in a fragmented market

• The real challenges behind producing at scale and why Wynk opened its doors to other brands

• Where Angus sees the THC beverage category heading next—and why sessionability still matters

If you’re interested in cannabis beverages, functional drinks, CPG operations, or the intersection of tech and cannabis, this is a must-listen.

🌐 More on Wynk: https://drinkwynk.com

📦 Co-packing facility: https://bestbev.co

📬 Subscribe to our newsletter: https://herbal.beehiiv.com

#Wynk #THCBeverages #HempDerivedTHC #CannabisDrinks #CPG #DosingStrategy #MobileProduction #BeverageInnovation #AngusRittenburg #FreeSpiritsPodcast

In this episode of the Free Spirits podcast, we sit down with Jake Bullock, co-founder of Cann - the leading microdose cannabis beverage brand revolutionizing social drinking.

Jake shares how his personal journey with alcohol led him to create Cann, offering a 2mg THC alternative that provides a gentle, controlled experience similar to having a beer or glass of wine. From securing their first dispensary orders to expanding into mainstream retail through hemp-derived products, Jake reveals the strategic decisions that helped Cann become a category leader.

TIMELINE:

00:00 Introduction to the Cannabis Beverage Revolution

01:20 The Birth of Cann: Jake's Personal Journey

05:05 Navigating Early Market Challenges

07:16 From Analyst to Entrepreneur: Assessing Risk

11:00 Evolving Marketplace: The Shift in Consumer Behavior

13:36 First Steps in the Dispensary Channel

16:55 Pivoting to Hemp-Derived Products

20:30 Introducing Higher Dosage Options

24:44 Celebrity Influence in Marketing Strategy

28:25 Navigating Marketing Challenges in the Cannabis Industry

30:32 Balancing DTC and Retail Strategies

32:39 Data-Driven Decision Making in Resource Allocation

36:44 Adapting to Regulatory Changes in the Cannabis Market

40:45 Establishing a Competitive Moat in a Crowded Market

42:57 Future Outlook for the Cannabis Beverage Industry

48:39 Strategic Vision for Cann's Future

Key topics include:

• How Cann pioneered microdose cannabis beverages

• Transitioning from dispensaries to mainstream retail

• Their approach to celebrity investors like Gwyneth Paltrow

• Navigating complex regulations across different states

• Building a competitive advantage in an emerging category

• The future of cannabis as a social beverage

Connect with Cann: Website: drinkcann.com

Subscribe to Free Spirits for more conversations with innovators transforming the beverage industry!

#MicrodoseTHC #CannBeverages #THCDrinks #CannabisIndustry #HempDerivedProducts #SocialDrinking #FreeSpiritsPodcast #AlternativeBeverages #FunctionalBeverages

Summary

In this episode of the Free Spirits podcast, Lars Miller and David Gonzalez interview Kim Gamez, founder and CEO of Soberish, a marketplace for non-alcoholic and hemp-derived beverages. Kim shares her entrepreneurial journey, from her early days in the restaurant industry to her current venture, highlighting the importance of community engagement and organic growth. She discusses the challenges and successes of curating products for her marketplace, balancing non-alcoholic and psychoactive options, and the development of her own product lines. The conversation emphasizes the need for discreet products that cater to a non-cannabis user demographic, showcasing the evolving landscape of beverage consumption. In this conversation, Kim Gamez discusses the evolving cannabis market, particularly focusing on the needs of customers who seek relaxation without intoxication. She highlights the importance of simplifying marketing messages to avoid overwhelming potential consumers. The discussion also delves into the growing sober curious movement, emphasizing a shift towards healthier lifestyle choices among younger generations. Kim shares her journey of building the Soberish brand without outside investment, her approach to team dynamics, and her ambitious goals for the future, all while maintaining a focus on positively impacting customers' lives.

Takeaways

Kim's entrepreneurial journey began in the restaurant industry.

Soberish was inspired by the sober curious movement and personal experiences.

Organic growth and community engagement have been key to Soberish's success.

The marketplace model allows for a diverse range of products.

Customer feedback is crucial in product development and curation.

Soberish aims to provide discreet options for non-cannabis users.

Social media has played a significant role in brand visibility.

The importance of creating a seamless experience for brand partners.

Kim's background in tech and marketing has influenced her approach.

The response to Soberish products has been overwhelmingly positive. Less is more in marketing, especially in cannabis.

Customers want to know how a product will make them feel.

The sober curious movement reflects a desire for healthier choices.

Pricing is crucial for attracting new customers to cannabis products.

Building a brand without outside investment can be empowering.

Team dynamics are essential for a successful business.

Celebrating both wins and losses fosters a positive culture.

Impacting customers' lives positively is a key goal.

Simplicity in messaging can enhance customer understanding.

The future of the cannabis market is evolving and full of potential.

Chapters

00:00 Introduction to Soberish and Kim's Journey

03:12 The Birth of Soberish: A Personal Story

06:00 The Power of Organic Growth and Community Engagement

09:07 Curating Products for Soberish Marketplace

12:00 Balancing Non-Alcoholic and Psychoactive Products

15:03 Developing Soberish Product Lines

18:07 Customer Response and Market Positioning

23:01 Understanding Customer Needs in the Cannabis Market

27:32 The Rise of the Sober Curious Movement

31:47 Building a Brand Without Outside Investment

35:59 Team Dynamics and Company Culture

39:01 Vision and Legacy for Soberish

Keywords

Soberish, non-alcoholic beverages, hemp-derived drinks, entrepreneurship, Kim Gamez, organic growth, marketplace model, product development, community engagement, cannabis beverages, cannabis, sober curious, marketing, customer experience, brand building, alcohol alternatives, wellness, entrepreneurship, consumer trends, product development

Summary

In this episode of the Free Spirits Podcast, host Lars Miller and co-host David Gonzalez engage with Kerry Hinkle, Director of Membership and Public Affairs at the US Hemp Roundtable. They discuss the evolution of the hemp industry since the 2018 Farm Bill, the challenges of regulation, and the importance of advocacy in shaping policy. Hinkle shares insights on the complexities of state-level legislation, the push for CBD to be recognized as a dietary supplement, and the future of hemp products in the market. The conversation highlights the need for federal regulations, the impact of local laws, and the potential for hemp to become a normalized part of consumer culture.

Takeaways

Kerry Hinkle's journey in the hemp industry began in retail.

The 2018 Farm Bill was a turning point for hemp legislation.

Delta 8 THC has significantly impacted the hemp market.

The hemp industry is seeking federal regulation for extracts.

State-level legislation is often unpredictable and challenging.

CBD's status as a dietary supplement remains unresolved.

Advocacy efforts can mobilize significant public support.

California's regulatory landscape poses unique challenges for hemp.

Standardized labeling is a priority for the hemp industry.

The future of hemp includes opportunities in sustainability and normalization.

Keywords

hemp industry, CBD, Delta 8, hemp regulation, US Hemp Roundtable, cannabis beverages, dietary supplements, state legislation, advocacy, federal regulations

In this episode of the Free Spirits Podcast, Lars Miller and David Gonzalez engage with Chris Fontes, CEO and founder of High Spirits Beverages, who shares his journey in the THC beverage industry. Chris discusses the inception of his company, the challenges faced with Delta 8, and the innovative launch of Trojan Horse Cannabis. He emphasizes the importance of understanding the legal landscape, the significance of supply chain management, and the need for policy advocacy in the evolving cannabis market. Chris also reflects on the lessons learned from the early days of the hemp beverage industry and how they apply to today's marketplace. In this conversation, Chris Fontes discusses the evolution of the cannabis market, particularly focusing on the rise of Delta 9 products and the challenges posed by altinoids. He shares insights on market predictions, the impact of corporate cannabis, and the importance of strategic decision-making in a rapidly changing environment. Fontes emphasizes the need for flexibility and adaptation in business strategies, especially in the beverage industry, where cash flow and production capabilities play crucial roles. He also reflects on his aspirations for High Spirits and the potential for future growth and acquisition.

Takeaways

Chris Fontes revolutionized the beverage industry with THC drinks.

Understanding the legal landscape is crucial for cannabis entrepreneurs.

Delta 8 posed significant challenges for traditional hemp products.

Trojan Horse Cannabis was launched to disrupt the market.

Supply chain management is vital for business success.

Customers prioritize product availability over legal complexities.

Advocacy in policy is essential for industry stability.

The cannabis industry requires grace and collaboration among competitors.

Innovative branding can redefine consumer perceptions of cannabis.

The future of cannabis normalization lies in beverage innovation. Facilitating conversations can lead to effective networking.

Delta 9 products are becoming more prominent in the market.

The rise of altinoids presents both opportunities and challenges.

THCA's future is uncertain amidst regulatory confusion.

Corporate cannabis is adapting to the hemp market.

Smaller companies are slower to enter the hemp space than expected.

Building production capabilities requires significant investment.

Cash flow management is critical in the beverage industry.

Strategic market decisions can mitigate risks.

Flexibility and the ability to pivot are essential for success.

Keywords

THC beverages, cannabis industry, High Spirits Beverages, Delta 8, Trojan Horse Cannabis, hemp policy, beverage innovation, cannabis normalization, supply chain, regulatory landscape, High Spirits, cannabis market, Delta 9, hemp beverages, regulatory challenges, corporate cannabis, market predictions, THCA, altinoids, cash flow

Chapters

00:00 Introduction to the THC Beverage Revolution

01:45 The Birth of High Spirits Beverages

07:19 Navigating the Delta 8 Challenge

12:57 Launching Trojan Horse Cannabis

17:57 Lessons from the Early Days of Hemp Beverages

22:30 The Intersection of Business and Policy Advocacy

27:31 Facilitating Conversations for Growth

28:04 Market Insights and Predictions

28:58 The Rise of Delta 9 Products

29:57 Navigating the Altinoid Landscape

30:58 The Future of THCA and Regulatory Challenges

34:01 Corporate Cannabis and Market Adaptation

36:03 Small vs. Large Players in the Hemp Market

38:58 Building Production Capabilities

42:06 Cash Flow Challenges in Beverage Industry

46:02 Strategic Market Decisions

52:00 Future Aspirations for High Spirits